How to develop a customer experience strategy 101
Companies that focus on developing strategies for the customer experience reduce churn and increase revenues – leading to higher profits.
What digital experience management trends are shaping the future of CX? 2022 is just weeks away, and businesses are already hard at work developing plans and strategies for the year ahead. Customer experience remains the #1 brand differentiator and a top priority for companies. And after COVID greatly accelerated the digitization of CX, digital experience management is top of mind for businesses across every industry.
In fact, 80% of consumers will see the world as “all digital,” no longer distinguishing between online and offline experiences. Because of that, their expectations of their digital experiences are much higher.
“Although they’re generally willing to forgive companies struggling with pandemic-related disruptions, consumers also expect companies to double down on building a successful and sustainable digital customer experience,” Forrester researchers said in their North America 2022 Predictions Guide.
If you want to secure a competitive edge in the coming year, here are five digital experience management trends you don’t want to miss.
5 digital experience management trends for 2022
From flexible work and sustainability to supply chain disruptions, learn how to design for key trends in your digital experience:
- Flexibility
- Positivity
- Purpose
- Privacy
- Added value
Design for flexibility
In 2020 and 2021, COVID-19 changed how we work. Now, some businesses are starting to return to pre-pandemic norms, or offer flexible, or hybrid work options. That means your customers may be working full-time in-person, full-time remote, or anywhere in between. You need to be able to meet them on their terms.
And when your company is ready to resume pre-pandemic “business as usual,” think twice before doing away with any flexible, digital services you launched in the wake of COVID. Your consumers expect any experience enhancements to stay.
That means maintaining flexible, omnichannel, choose-your-own-adventure-style experiences. For retailers, services like curbside pickup and the ability to transition seamlessly between e-commerce and in-store will remain crucial. And remote services (such as telehealth, and video consultations) will set service-based companies apart.
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Design for positivity
People are reporting feelings of languishing, burnout, and mental fatigue in huge numbers. Ongoing uncertainty and nonstop digital stimulation (that our brains weren’t wired for) are having a real, measurable impact on our daily lives and mental health.
Consumers are going out of their way to find small bursts of joy to help recharge their emotional batteries. Companies that provide experiences that offer even a temporary reprieve from negative feelings will be heartily rewarded.
That could mean providing regular doses of positive content in newsletters or social feeds. But it could also mean taking something off your customers’ plates. Easy-to-manage subscription services and proactive recommendations or reminders can go a long way when it comes to making customers feel seen.
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Design for purpose
2021 already saw a push for companies to take a stand on global, social issues. Those expectations are only intensifying in 2022. From who they buy from to who they work for, millennials and gen Z want to engage with companies that align with their values.
Whether it’s sustainable business practices or how you treat your employees, these younger generations will quickly take their money elsewhere if they don’t agree with how you run things.
Brands will want to clearly demonstrate their commitment to ESG (environmental, social, and governance) efforts. And when it comes to digital experience management, that means designing experiences that reflect and communicate those values.
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Design for privacy
Ninety-one percent of consumers say they’re more likely to shop with brands that “recognize, remember, and provide them with relevant offers and recommendations.” 1:1 personalization is still the capstone of great CX. But the spotlight on data privacy has companies rethinking how to achieve it.
With tighter restrictions on how data is collected, brands not only need to find new ways to learn about their customers. They also need to deliver digital experiences that instill a sense of trust and security.
In 2022, expect more and more companies to find innovative ways to engage customers so that they’ll happily share their first-party data.
But remember: every interaction is a way to build – or break – customer trust. CX leaders need to deliver outstanding, personalized digital experiences while ensuring privacy and consent is accounted for at every touchpoint.
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Design for added value
Supply chain issues plagued businesses in 2021. Thankfully, customers have mostly adapted, and come to expect and plan for delays.
Since speed and convenience can no longer be guaranteed, companies need to look elsewhere to differentiate themselves. They need to provide value that goes beyond product.
This means 2022 will see an increased focus on excellent customer service, as well as other value-adding digital experiences. Brands should look for new avenues to connect with customers, such as sending educational content post-purchase, or proactive maintenance reminders.
And when delays happen, make it easy for customers to navigate the issue and set clear, realistic expectations that don’t leave them hanging.
Designing for digital in 2022
Creating experiences that wow customers requires planning. You always want to be one step ahead, anticipating their needs so you can surprise and delight them. Are you ready?
